Open the report · All audits

DIBS Beauty

https://dibsbeauty.com/

Status: Done · Models: checks on Opus, reviewer on Opus · Started: 2026-10-30 15:25 UTC · Run cost: $8.69

Sizing: These figures cover sales through dibsbeauty.com and Meta (Facebook and Instagram) ad spend for this store only, not DIBS's Ulta or Revolve sales; with press estimates of $20–50M a year for the whole company and the business once about half direct-to-consumer, but shifting toward Ulta, we assume the website now brings in roughly 25–40% of company sales. Revenue starts a little above Particl's third-party estimate of about $600–770K a month in 2026, because such trackers tend to undercount, and Meta spend comes from the 57 active ads, almost all launched in the last two months, at roughly 10–20% of website sales, so both figures are rough and the ranges are wide.

Findings

Medium priority

3 creator codes, including a 20% sitewide one, are listed on 2 coupon sites (DontPayFull and Valuecom)

Wasted money · Medium priority · Coupon sites and leaked codes · Reach: Anyone who searches for a DIBS discount code or uses a coupon browser add-on. 3 creator codes are tied to named creators (CAROLINEL, JENNAP, JULIA), and 3 more name-style codes have owners we could not confirm (STEPH, EMILYF, ERYNW).

What we saw: DontPayFull lists creator Caroline Lawley's code CAROLINEL as "20% Off Sitewide" and shows it "Used 8h ago by a shopper", with shopper checks that it worked at checkout as recently as 30 Aug 2026. Valuecom lists JENNAP (Jenna Palek, one of the creators in your "Influenced By" menu) as "All buyers get 20% OFF", and JULIA, which it links to your Julia Haven collection page. Shoppers who were already going to buy can take a creator's discount, and you may also owe that creator commission on the sale.

Check it yourself:

  1. Open the DontPayFull page linked below and scroll to the card titled "20% Off Sitewide".
  2. Look at the shopper checks under that card: the text to search for is amir-khalil, whose 30 Aug 2026 check names the full code and says it was applied at checkout.
  3. In Google, search for "CAROLINEL" Dibs Beauty code with the quotation marks, and find the result from LTK (a shopping-links site) where creator Caroline Lawley says to use the code at Dibs Beauty.
  4. Open the Valuecom page linked below and find the offer "All buyers get 20% OFF when ordering with this DIBS Beauty coupon", which shows the code JENNAP.
  5. On the same Valuecom page, find "Take Up to 10% Off at DIBS Beauty", which shows the code JULIA and links to your Julia Haven collection.
  6. In your Shopify admin, open Discounts and compare how often these codes are used with the size of each creator's audience.

Proof: “On Aug 30, 2026 amir-khalil tested the code "CAROLINEL" at checkout on dibsbeauty.com.”

Sure it is real: 85% · Sure of the cause: 55%. The listings are real on both coupon sites, but we never apply codes at checkout, so we did not confirm each code still works today. Valuecom showed up in Google for a DIBS promo-code search, but DontPayFull did not appear in the top 10 results of the searches we ran. We also cannot see how many of your orders use these codes, or whether you chose to let some creator codes stay open to everyone.

Money: Not sized from public data.

First step: In your Shopify admin, open Discounts and look at the use counts for CAROLINEL, JENNAP and JULIA. Where a code's use is far above that creator's audience, replace it with a single-use or capped code, or a creator link, and ask the coupon sites to remove the old code.

Reviewer: Rewritten. I reopened both coupon sites. DontPayFull still lists CAROLINEL as "20% Off Sitewide", "Used 8h ago by a shopper", with the 30 Aug 2026 checkout test, and Valuecom still lists JENNAP at 20% and JULIA linked to the Julia Haven page. Two parts needed fixing: the search in step 3 without quotation marks brings up a different creator, and DontPayFull did not appear in the top 10 Google results for the discount-code searches we ran, so the title should not say both sites rank.

Before the reviewer's rewrite

At least 3 creator codes, including a 20% sitewide one, are posted on 2 coupon sites that rank for your discount-code searches

Wasted money · Medium priority · Coupon sites and leaked codes · Reach: Anyone who searches for a DIBS discount code or uses a coupon browser add-on. 3 creator codes are tied to named creators (CAROLINEL, JENNAP, JULIA), and 3 more name-style codes have owners we could not confirm (STEPH, EMILYF, ERYNW).

What we saw: DontPayFull lists creator Caroline Lawley's code CAROLINEL as "20% Off Sitewide" and shows it "Used 8h ago by a shopper", with shopper checks that it worked at checkout as recently as 30 Aug 2026. Valuecom lists JENNAP (Jenna Palek, one of the creators in your "Influenced By" menu) as "All buyers get 20% OFF", and JULIA, which it links to your Julia Haven collection page. Shoppers who were already going to buy can take a creator's discount, and you may also owe that creator commission on the sale.

Check it yourself:

  1. Open the DontPayFull page linked below and scroll to the card titled "20% Off Sitewide".
  2. Click "Show promo code" on that card; the code ends in LINEL, and the shopper checks under it name the full code.
  3. In Google, search for the text CAROLINEL dibs and see the creator's own posts telling her followers to use it.
  4. Open the Valuecom page linked below and find the offer "All buyers get 20% OFF when ordering with this DIBS Beauty coupon", which shows the code JENNAP.
  5. In your Shopify admin, open Discounts and compare how often these codes are used with the creators' own audience size.

Proof: “On Aug 30, 2026 amir-khalil tested the code "CAROLINEL" at checkout on dibsbeauty.com.”

Sure it is real: 85% · Sure of the cause: 55%. The listings are real on two coupon sites, but we never apply codes at checkout, so we did not confirm each code still works today. We also cannot see how many of your orders come through these codes, or whether you chose to let some creator codes stay open to everyone.

Money: Not sized from public data.

First step: In your Shopify admin, open Discounts and look at the use counts for CAROLINEL, JENNAP and JULIA. Where a code's use is far above that creator's audience, replace it with a single-use or capped code, or a creator link, and ask the coupon sites to remove the old code.

1 of 57 ads sends shoppers to a Google "Redirect Notice" warning page instead of the store

Friction · Medium priority · Ad dead or sold out page · Reach: 1 of the 57 active ads we read (57 in all countries, 49 in the US). It runs on Facebook, Instagram, Audience Network and Threads.

What we saw: The "Eyemaxxing Made Easy" ad (bronzer and mascara, started October 8, 2026) does not link straight to dibsbeauty.com. Its link goes through a Google forwarding address, the kind Google Docs creates when you copy a link out of a document. Anyone who taps "Shop Now" first sees a plain white Google page headed "Redirect Notice" and has to tap again to reach the store. They then land on the home page, not on the bronzer or mascara product page.

Check it yourself:

  1. Open the ad library link for the "Eyemaxxing Made Easy" ad and check that the text starts "Eyemaxxing with our fall essentials!"
  2. Open the ad's link (listed below) in a phone browser.
  3. A white Google page opens. The heading to look for is: Redirect Notice
  4. Tap the dibsbeauty.com link on that page. Only then does the store's home page open, not the bronzer or mascara page.

Proof: “Redirect Notice — The previous page is sending you to https://dibsbeauty.com/. If you do not want to visit that page, you can return to the previous page.”

Sure it is real: 90% · Sure of the cause: 90%. We confirmed it three ways (plain fetch, desktop page and phone browser), but the ad library may show a cached link, and the in-app browser may handle the Google page a little differently.

Money: Sized against ad spend: 1.8 percent of it touched, 20 to 50 percent of that lost. This is 1 of the 57 ads we read (57 in all countries, 49 in the US). We use the number of ads as a stand-in for ad spend because ad budgets are not public. Shoppers can still tap through the warning page, so it loses some of them, not all. An unfamiliar Google warning page plus an extra tap on a phone puts off a fair number of people, so we assume 20% to 50% of this ad's clicks are lost. Those who get through land on the home page. It shows the mascara and links to the bronzer, but they still have to look for the products.

First step: In Ads Manager, change the website address on the "Eyemaxxing Made Easy" ad to the direct store link (for example the mascara or bronzer product page), not the address copied from the Google Doc.

Reviewer: Rewritten. I opened the ad in Meta's ad library and it is the right ad: "Eyemaxxing Made Easy", started Oct 8, 2026. I also opened its link in a phone browser, and it shows Google's plain "Redirect Notice" page, so the problem is real. But the finding says the home page doesn't feature the bronzer or mascara, and that is wrong: the home page's top banner and a product tile show the mascara, and it links to the baked bronzer. I corrected that sentence and the money reasoning.

Before the reviewer's rewrite

1 of 57 ads sends shoppers to a Google "Redirect Notice" warning page instead of the store

Friction · Medium priority · Ad dead or sold out page · Reach: 1 of the 57 active ads we read (57 in all countries, 49 in the US). It runs on Facebook, Instagram, Audience Network and Threads.

What we saw: The "Eyemaxxing Made Easy" ad (bronzer and mascara, started October 8, 2026) links to a Google redirect address copied from a Google Doc rather than to dibsbeauty.com. Anyone who taps "Shop Now" lands on a plain Google page headed "Redirect Notice" and has to tap again to reach the home page, which doesn't feature the bronzer or mascara.

Check it yourself:

  1. Open the ad library link for the "Eyemaxxing Made Easy" ad and check the text starts "Eyemaxxing with our fall essentials!"
  2. Open the ad's link (listed below) in a phone browser.
  3. A white Google page opens with the heading to search for: Redirect Notice
  4. Only after tapping the dibsbeauty.com link on that page does the store's home page open.

Proof: “Redirect Notice — The previous page is sending you to https://dibsbeauty.com/. If you do not want to visit that page, you can return to the previous page.”

Sure it is real: 90% · Sure of the cause: 90%. We confirmed it three ways (plain fetch, desktop page and phone browser), but the ad library may show a cached link, and the in-app browser may handle the Google page a little differently.

Money: Sized against ad spend: 1.8 percent of it touched, 20 to 50 percent of that lost. 1 of the 57 ads we read. Ad count stands in for spend because ad budgets aren't public. A warning page loses some shoppers but not all, since they can still tap through, so we assume 20% to 50% of that ad's clicks are lost. Those who do get through land on the home page rather than the bronzer or mascara.

First step: In Ads Manager, change the website address on the "Eyemaxxing Made Easy" ad to the direct store link (for example the mascara or bronzer product page), not the address copied from the Google Doc.

1 of 57 ads sells a blush-and-brush deal but opens the mascara page

Mismatch · Medium priority · Ad page mismatch · Reach: 1 of the 57 active ads we read (57 in all countries, 49 in the US). It started on October 29, 2026 and runs on Facebook, Instagram, Audience Network, WhatsApp and Threads.

What we saw: The video ad says "Buy a Baked Blush, Get a Duo Brush Cheek 50% off" and "through 10/31 at dibsbeauty.com", but its "Shop now" button opens the Burgundy Double Standard Primer & Mascara page. That page doesn't sell the blush or link to it. Its only mention of the deal is a one-line banner at the top.

Check it yourself:

  1. Open the ad library link below and check that the ad's text starts with the words "Buy a Baked Blush".
  2. Open the page the ad's "Shop now" button leads to (the second link below). It is titled "Double Standard Primer & Mascara Duo™" and sells only the mascara.
  3. Use your browser's find-in-page and search for the text: Baked Blush. Nothing is found and there is no link to the blush.
  4. Look at the thin banner at the very top of the page. It is the only place the brush deal is mentioned.

Proof: “Buy Baked Blush and get Duo Brush Cheek 50% off through 10/31 at dibsbeauty.com”

Sure it is real: 85% · Sure of the cause: 80%. We confirmed the ad text in the ad library and read the landing page twice (desktop and phone), but the ad library can show a cached link. The offer runs out on October 31, so the ad may be switched off soon anyway.

Money: Sized against ad spend: 1.8 percent of it touched, 20 to 50 percent of that lost. 1 of the 57 ads we read. Ad count stands in for spend because ad budgets aren't public. Shoppers who wanted the blush deal land on a different product and have to find the blush themselves, so we assume 20% to 50% of that ad's clicks are lost. Some will still use the banner or menu.

First step: In Meta's Ads Manager, change this ad's website link to the Duet Baked Blush page, which shows the same deal banner and links to the Duo Brush Cheek, then switch the ad off once the offer ends on October 31.

Reviewer: Rewritten. I opened the ad and it is the blush-and-brush offer, listed among the 57 ads read. Its "Shop now" button links to the mascara page, which I opened on a computer and on a phone: it sells only mascara, never says "Baked Blush" and only shows the deal in its top banner. The problem is real, but one step had two exact strings in it, and the suggested fix overstated what the blush page shows, so I corrected those fields.

Before the reviewer's rewrite

1 of 57 ads sells a blush-and-brush deal but opens the mascara page

Mismatch · Medium priority · Ad page mismatch · Reach: 1 of the 57 active ads we read (57 in all countries, 49 in the US). It started on October 29, 2026 and runs on Facebook, Instagram, Audience Network, WhatsApp and Threads.

What we saw: The video ad says "Buy a Baked Blush, Get a Duo Brush Cheek 50% off" and "through 10/31 at dibsbeauty.com", but its "Shop now" button opens the Burgundy Double Standard Primer & Mascara page. That page doesn't sell the blush or link to it. Its only mention of the deal is a one-line banner at the top.

Check it yourself:

  1. Open the ad library link and check the text starts "Buy a Baked Blush, Get a Duo Brush Cheek 50% off".
  2. Open the landing page listed below, which is the page the ad's "Shop now" button opens.
  3. The page is titled "Double Standard Primer & Mascara Duo™" and shows only the mascara for sale.
  4. Search the page for the text: Baked Blush. It isn't there. Only the top banner says "50% OFF A DUO BRUSH CHEEK WITH A BLUSH PURCHASE".

Proof: “Buy Baked Blush and get Duo Brush Cheek 50% off through 10/31 at dibsbeauty.com”

Sure it is real: 85% · Sure of the cause: 80%. We confirmed the ad text in the ad library and read the landing page twice (desktop and phone), but the ad library can show a cached link. The offer runs out on October 31, so the ad may be switched off soon anyway.

Money: Sized against ad spend: 1.8 percent of it touched, 20 to 50 percent of that lost. 1 of the 57 ads we read. Ad count stands in for spend because ad budgets aren't public. Shoppers who wanted the blush deal land on a different product and have to find the blush themselves, so we assume 20% to 50% of that ad's clicks are lost. Some will still use the banner or menu.

First step: In Ads Manager, change this ad's website address to the Duet Baked Blush page, which already features the half-off brush deal, and switch the ad off after October 31.

1 of 57 ads promises "20% off your first order" for joining the loyalty program, an offer we found nowhere on the site

Mismatch · Medium priority · Ad page mismatch · Reach: 1 of the 57 active ads we read (57 in all countries, 49 in the US). The ad library marks it "Low impression count".

What we saw: The "Desert Island Essentials" ad says "Join our loyalty program for 20% off your first order!" and opens the Brushes collection, which mentions no 20% offer. The Loyalty Rewards page says joining earns 50 points. The site's offers page lists a fixed amount off a first order for signing up to email or text messages, and 15% off for referring a friend. We found no 20% first-order offer anywhere.

Check it yourself:

  1. Open the ad library link and check that the ad text starts with "Join our loyalty program for 20% off your first order!"
  2. Open the Brushes page the ad links to and scroll through it: you won't find a 20% first-order offer.
  3. Open the Loyalty Rewards page and search for the text: earn 50 points when you sign up
  4. Open the Promotional Disclaimers page and read the "Email and SMS Sign-Up" and "Refer A Friend" sections: neither is a 20% offer for joining the loyalty program.

Proof: “Join our loyalty program for 20% off your first order! Build a simplified routine — DIBS makes getting ready feel easy again.”

Sure it is real: 70% · Sure of the cause: 60%. We didn't sign up, so we couldn't see whether new members get a 20% code by email. The brand may honour it privately, which makes this a question for the business rather than a confirmed loss.

Money: Sized against ad spend: 1.8 percent of it touched, 10 to 30 percent of that lost. This is 1 of the 57 ads we read. We use ad counts in place of spend because ad budgets aren't public. Shoppers can still buy, but some will leave or complain when the 20% they were promised doesn't show up. So we assume 10% to 30% of this ad's clicks are lost. The rate stays low because the brand may still send a 20% code to new members after they sign up. Meta also marks the ad as getting few views, so counting it as a full 1 in 57 share probably overstates what it costs.

First step: Ask whoever runs your ads whether joining the loyalty program really gives 20% off a first order. If it doesn't, change the ad text to the real perk (50 points for joining) or to the email sign-up offer. If it does, say so on the Loyalty Rewards page and on the Promotional Disclaimers page.

Reviewer: Rewritten. I opened the ad again and it is the right one. It says "Join our loyalty program for 20% off your first order!", was marked low impression count and started on 1 October 2026. The Brushes page it opens, the Loyalty Rewards page ("earn 50 points when you sign up") and the offers page show no 20% first-order offer, so the finding holds. I rewrote it only to take the shop's dollar figures out of the text and to fix the reasoning behind the loss rates.

Before the reviewer's rewrite

1 of 57 ads promises "20% off your first order" for joining the loyalty program, an offer we found nowhere on the site

Mismatch · Medium priority · Ad page mismatch · Reach: 1 of the 57 active ads we read (57 in all countries, 49 in the US). The ad library marks it "Low impression count".

What we saw: The "Desert Island Essentials" ad says "Join our loyalty program for 20% off your first order!" and opens the Brushes collection. That page doesn't mention 20% off. The loyalty page says joining earns 50 points, and the site's offers page lists $10 off $50+ for email or text sign-up and 15% off for referrals. We found no 20% first-order offer.

Check it yourself:

  1. Open the ad library link and check the text starts "Join our loyalty program for 20% off your first order!"
  2. Open the Brushes page the ad links to: no 20% offer is shown.
  3. Open the Loyalty Rewards page and search for the text: earn 50 points when you sign up
  4. Open the Promotional Disclaimers page: the first-order offer listed is $10 off $50+ for email or text sign-up, not 20%.

Proof: “Join our loyalty program for 20% off your first order! Build a simplified routine — DIBS makes getting ready feel easy again.”

Sure it is real: 70% · Sure of the cause: 60%. We didn't sign up, so we couldn't see whether new members get a 20% code by email. The brand may honour it privately, which makes this a question for the business rather than a confirmed loss.

Money: Sized against ad spend: 1.8 percent of it touched, 10 to 30 percent of that lost. 1 of the 57 ads we read. Ad count stands in for spend because ad budgets aren't public. Shoppers can still buy but may drop off or complain when the promised 20% doesn't appear, so we assume 10% to 30% of that ad's clicks are lost. It's low because the ad gets few impressions and the offer may still be honoured after sign-up.

First step: Ask whoever runs ads whether the loyalty program really gives 20% off a first order. If it doesn't, change the ad text to the real perk (50 points on joining) or to the $10-off email offer. If it does, say so on the Loyalty Rewards page.

The mascara page that 29 of your 57 ads open fails Google's real-phone speed test, and so does your home page

Friction · Medium priority · Slow on phones · Reach: 29 of the 57 ads we read open this page. Meta's ad library shows 57 active ads under All countries and 49 under the United States. The home page and the site as a whole fail the same test.

What we saw: Google's data from real Chrome users on phones over the last 28 days fails all three of its page-speed measures on the Double Standard Primer & Mascara Duo page. While it loads, the page jumps around about five times more than Google's limit (layout shift), it reacts slowly to taps (277 milliseconds, where the limit is 200), and its main content shows just over the 2.5-second limit (2,562 milliseconds). The home page and the site as a whole also fail on jumping and on tap response.

Check it yourself:

  1. Open pagespeed.web.dev on any computer.
  2. Paste https://dibsbeauty.com/products/double-standard-primer-mascara-duo and press "Analyze".
  3. Stay on the "Mobile" tab and look at the top section, which shows what real users saw.
  4. It says the page failed. Look for the text: Cumulative Layout Shift (CLS)
  5. Do the same with https://dibsbeauty.com/ to see the home page fail as well.

Proof: “loading (LCP) failed at 2562 ms (good is at most 2500 ms); taps and clicks (INP) failed at 277 ms (good is at most 200 ms); layout shift (CLS) failed at 0.49 (good is at most 0.1).”

Sure it is real: 90% · Sure of the cause: 65%. Google's real-visitor figures are firm, and four reads agree. But loading is only just over the limit, and from outside we can't see which banner or which of the roughly two dozen outside script addresses makes the page jump.

Money: Sized against ad spend: 51 percent of it touched, 3 to 10 percent of that lost. 29 of the 57 ads we read open this page, so it stands for about half of ad spend. Ads stand in for spend because ad budgets are not public. A page that jumps and is slow to react loses some shoppers who tap the ad but not most of them, because it still loads within about 2.6 seconds. So we assume a small loss of 3% to 10% of those clicks.

First step: Ask your Shopify theme developer to reserve fixed space for the banners, pop-ups and image slots on the mascara page that load late, so the page stops jumping. Then remove or delay the outside app scripts that load on every page. Our browser reads found scripts coming from 23 to 24 outside addresses, including reviews, loyalty, chat, text-message and session-recording tools.

Reviewer: Rewritten. I re-ran Google's speed test on the mascara page and the home page, and both fail on real phone visitors with the same figures (mascara page 2,562 ms loading, 277 ms tap response, 0.49 jumping; home page 232 ms and 0.31). I also recounted the ads: 29 of the 57 ads we read open this page. Two fixes were needed: the reach line could be read as 49 of the 29 mascara ads, and the '24 outside script services' figure is really a count of outside script addresses, which came to 23 or 24 depending on the read and includes Shopify's own servers.

Before the reviewer's rewrite

The mascara page that 29 of your 57 ads open fails Google's real-phone speed test, and so does your home page

Friction · Medium priority · Slow on phones · Reach: 29 of the 57 ads we read (49 run in the United States) open this page. The home page and the site as a whole fail the same test.

What we saw: Google's data from real Chrome users on phones over the last 28 days fails all three of its page-speed measures on the Double Standard Primer & Mascara Duo page. While it loads, the page jumps around about five times more than Google's limit (layout shift), it reacts slowly to taps (277 milliseconds, where the limit is 200), and its main content shows just over the 2.5-second limit (2,562 milliseconds). The home page and the site as a whole also fail on jumping and on tap response.

Check it yourself:

  1. Open pagespeed.web.dev on any computer.
  2. Paste https://dibsbeauty.com/products/double-standard-primer-mascara-duo and press "Analyze".
  3. Stay on the "Mobile" tab and look at the top section, which shows what real users saw.
  4. It says the page failed. Look for the text: Cumulative Layout Shift (CLS)
  5. Do the same with https://dibsbeauty.com/ to see the home page fail as well.

Proof: “loading (LCP) failed at 2562 ms (good is at most 2500 ms); taps and clicks (INP) failed at 277 ms (good is at most 200 ms); layout shift (CLS) failed at 0.49 (good is at most 0.1).”

Sure it is real: 90% · Sure of the cause: 65%. Google's real-user figures are firm, and three separate reads agree. But loading time is only just over the limit, and we can't see from outside which of the 24 outside script services, or which banner, causes the jumping.

Money: Sized against ad spend: 51 percent of it touched, 3 to 10 percent of that lost. 29 of the 57 ads we read open this page, so it stands for about half of ad spend. Ads stand in for spend because ad budgets are not public. A page that jumps and is slow to react loses some shoppers who tap the ad but not most of them, because it still loads within about 2.6 seconds. So we assume a small loss of 3% to 10% of those clicks.

First step: Ask your Shopify theme developer to give fixed space to the banners, pop-ups and image slots on the product page that load late, so the page stops jumping. Then cut or delay the outside scripts that load on every page; we counted 24 outside script services.

Merged into another finding

1 of your 57 ads sends people to a Google "Redirect Notice" warning page instead of your store

Broken · Medium priority · Dead links · Reach: 1 ad of the 57 we read (49 run in the United States): "Eyemaxxing Made Easy", running since 8 October 2026 on Facebook, Instagram, Audience Network and Threads.

What we saw: The "Shop Now" link on this ad is a Google redirect link, apparently copied from a Google Doc, instead of a link to dibsbeauty.com. Anyone who taps it lands on a plain Google page titled "Redirect Notice" that says "The previous page is sending you to https://dibsbeauty.com/". They have to tap again to reach your store.

Check it yourself:

  1. Open the ad library link for this ad and check that its headline reads "Eyemaxxing Made Easy".
  2. On a phone, open the link the ad uses: http://google.com/url?q=https://dibsbeauty.com/&sa=D&source=editors&ust=1791496462648118&usg=AOvVaw3fIhom0ufXROPBMSYGXlvC
  3. You see a white Google page titled "Redirect Notice" instead of the DIBS store.
  4. Look for the text: The previous page is sending you to

Proof: “The previous page is sending you to https://dibsbeauty.com/. If you do not want to visit that page, you can return to the previous page.”

Sure it is real: 85% · Sure of the cause: 90%. We read the ad's link from Meta's ad library, which can hold a cached copy, and opened it twice: with a plain fetch and in a phone browser. We can't see the link inside the brand's ads manager, or confirm that the ad runs in the United States rather than only elsewhere.

Money: Sized against ad spend: 1.8 percent of it touched, 20 to 60 percent of that lost. 1 of the 57 ads we read uses this link, so it stands for about 1/57 of ad spend. Ads stand in for spend because ad budgets are not public. A Google warning page with an offer to go back puts off many shoppers who tapped the ad, but some still tap through, so we assume 20% to 60% of those clicks are lost.

First step: In Meta Ads Manager, open the "Eyemaxxing Made Easy" ad and replace its website link with the direct store address, for example https://dibsbeauty.com/ or the product it shows.

Merged: Same problem as: 1 of 57 ads sends shoppers to a Google "Redirect Notice" warning page instead of the store. Both report the same thing: the "Eyemaxxing Made Easy" ad links to a Google redirect copied from a Google Doc, and one link change in Ads Manager fixes it. The ads finding has the stronger proof: its quote includes the "Redirect Notice" heading, it was checked three ways (85% sure for the other, 90% for this one), and it notes that visitors land on the home page, not the products in the ad. Medium priority is right because shoppers can still tap through to a working store, so it is not a dead page.

Competitor insights

DIBS asks the most for free shipping: $55, against $50 at Saie and $30 at Tower 28 (2 of 2 rivals ask less)

The DIBS home page and cart say "Free shipping on orders $55+" (the cart adds "Exclusions Apply"). Tower 28's top bar says "FREE U.S shipping on orders $30+" and Saie's says "Free shipping on orders over $50+ to the contiguous US". Both are US brands of clean, multi-use colour makeup at similar prices, sold online and through a large beauty chain, with Facebook followings close to DIBS's (about 14,000 each against 10,800). With most DIBS sticks priced at $31 to $36, a shopper needs two items to get free shipping at DIBS, while a single item is close to enough at Tower 28. We read this from outside the US, so the banners could differ for US visitors.

DIBS runs about half as many active Meta ads as each of its 2 rivals

Meta's ad library shows 57 active ads for DIBS Beauty across all countries and 49 in the US. Tower 28 has 123 across all countries and 87 in the US (we read 113 and 86 of them), and Saie has 120 and 64 (we read 109 and 64). Both rivals also send part of their ads to their Sephora product pages, while every DIBS ad we read goes to its own site. Of the 57 DIBS ads we read, 29 point to the Double Standard Primer & Mascara Duo page.

DIBS's returns policy matches Tower 28 and beats Saie's (level or ahead of 2 rivals)

DIBS offers an "exchange or refund for products within 30 days of delivery" if you don't love a product "for any reason". It does not refund shipping. Tower 28 gives 30 days from the order date and also keeps the shipping cost. Saie refunds only half for opened products: "a 50% refund along with a 25% discount toward your next order within 30 days". DIBS could say this more loudly, since it is the most generous of the three.

DIBS and both rivals all greet new visitors with a sign-up offer, but only the rivals name the reward up front

On a phone, DIBS opens with a full-screen game, "Try your luck" and "Scratch below to see what you win", and its rewards bar offers "Earn 50 Points" for joining. Saie's pop-up promises "$10 OFF" your next order of $50 or more, and Tower 28 offers a "FREE Mini Pouch on your First Order!". DIBS doesn't show its prize until the visitor plays, so a shopper weighing the three can't see what DIBS is offering. We read this from outside the US, so the pop-ups could differ for US visitors.

DIBS keeps pace with both rivals on new ads: 53 started in the last 30 days, against 89 and 87

Of the 57 DIBS ads we read across all countries, 53 started in the last 30 days, 19 of them in the last week. Tower 28 started 89 of the 113 we read and Saie 87 of the 109. So DIBS launches somewhat fewer new ads, but it is not falling behind. Tower 28 is also running a holiday Jell-O gift-set collaboration with 10 ads pointing to it.

Signals

Leaks

Worth knowing

Clean

Not run

Log

  1. 2026-10-30 15:25 UTC · Shared
    Named the business "DIBS Beauty" in market US: The store details give the name DIBS Beauty, country US and currency USD, and the home page loaded at https://dibsbeauty.com/ with no redirect, showing USD prices and a New York address.
  2. 2026-10-30 15:25 UTC · Shared
    Reading the ads of the Facebook page "DIBS Beauty": The home page links to facebook.com/dibsbeauty, and the only listed page named "DIBS Beauty" is 104591895168049, while "Discover Its Beauty SA" looks like an unrelated namesake.
  3. 2026-10-30 15:25 UTC · Shared
    A shared read failed, so each check fetches it itself: ScrapeCreators answered 500 for https://api.scrapecreators.com/v1/facebook/adLibrary/company/ads?pageId=104591895168049&country=US&status=ACTIVE&media_type=all&trim=false&cursor=AQHTkPRPoUrzXD0pTeqswqbtAhJtDB0dUSo3IhiQxm2vEvZrP9trrcpQQF20y3h0Ftsq: {"success":false,"credits_remaining":7058,"credits_charged":0,"error":"internal_server_error","errorStatus":500,"message":"Shoot looks like Facebook is blocking us :( You'll need to start your search from the beginning (so no cursor)"}
  4. 2026-10-30 15:25 UTC · Ads
    These checks run on claude-opus-5-5.
  5. 2026-10-30 15:25 UTC · Site
    These checks run on claude-opus-5-5.
  6. 2026-10-30 15:25 UTC · Domain and search
    These checks run on claude-opus-5-5.
  7. 2026-10-30 15:25 UTC · Tracking
    These checks run on claude-opus-5-5.
  8. 2026-10-30 15:25 UTC · Goal flow
    These checks run on claude-opus-5-5.
  9. 2026-10-30 15:25 UTC · Competitors
    These checks run on claude-opus-5-5.
  10. 2026-10-30 15:25 UTC · Tracking
    Market US. Now fetch ads summary.
  11. 2026-10-30 15:25 UTC · Ads
    Market US, USD. Now pull the ads.
  12. 2026-10-30 15:25 UTC · Domain and search
    Let me look at the contact page and privacy policy for the email address, and run the discount-code searches.
  13. 2026-10-30 15:26 UTC · Ads
    Brush Dry Shampoo in stock. Now fetch the landing pages live with a fresh catalog read of advertised handles.
  14. 2026-10-30 15:27 UTC · Domain and search
    Checking coupon sites now: the email DNS is read (DMARC is present but set to monitor only), and I'm going through the codes that DontPayFull and SimplyCodes list for DIBS.
  15. 2026-10-30 15:27 UTC · Goal flow
    Both pages now show a full-screen sign-up popup after 30 seconds. Next I'm checking the screenshots to see what it offers.
  16. 2026-10-30 15:27 UTC · Domain and search
    Confirming the creator code now: a coupon site lists a 20%-off code that matches a creator's own code, so I'm checking it against the creator's page.
  17. 2026-10-30 15:28 UTC · Tracking
    Checking now: the Facebook and Instagram pixel is set up in the store's code but held back until a visitor agrees in the cookie banner. Next I'm reading the rest of that pixel list.
  18. 2026-10-30 15:29 UTC · Ads
    I'm checking where DIBS Beauty's 57 active ads send people. Two ad links look wrong, so I'm reloading each one to confirm before I write it up.
  19. 2026-10-30 15:29 UTC · Goal flow
    The sign-up popup blocks the automated add-to-cart click, so I'm trying the buy flow another way, by clicking the add-to-cart button before the popup shows up.
  20. 2026-10-30 15:29 UTC · Domain and search
    I found one real issue (creator discount codes posted on coupon sites) and one item worth knowing about email. Neither involves a broken page.

**Creator codes on coupon sites (Medium priority, one finding)**
- **CAROLINEL, 20% off sitewide:** DontPayFull lists it as "20% Off Sitewide" and shows it "Used 8h ago by a shopper". A shopper there recorded it working at checkout on 30 Aug 2026. Search results show it is creator Caroline Lawley's code: her posts say "Use code CAROLINEL at Dibs Beauty". A second coupon site, Valuecom, also showed it in search results.
- **JENNAP, 20% off:** Valuecom lists it. Jenna Palek is one of the creators in DIBS's own "Influenced By" menu.
- **JULIA, up to 10% off:** Valuecom lists it and links it to DIBS's Julia Haven collection page.
- **Three more possible creator codes:** Valuecom also lists STEPH, EMILYF and ERYNW, but I couldn't confirm who owns them.
- **Search results:** coupon sites don't own the search. DIBS's own pages rank first for "DIBS Beauty discount code". Coupon and deal sites take 3 of the 10 results and 4 of 10 for "dibsbeauty.com promo code".
- **Codes left out on purpose:** the code marked as exclusive to DontPayFull looks like a deal DIBS made with that site, so it's a choice, not a leak. The sign-up welcome codes are public by design, and the summer codes are old sale codes.
- **What I couldn't check:**
  - I never type at checkout, so I didn't confirm each code still works today.
  - SimplyCodes hides its three codes behind a button and its bot check blocked my browser.
  - No public data shows how many orders use these codes, so the finding has no money figure. The store's own discount reports in Shopify would settle it.

**Email domain: noted, not a problem**
- The support address is support@dibsbeauty.com, the same domain as the website, so the website's DNS read covers it.
- That domain has SPF (the record listing which services may send its mail) and DKIM signing keys (Google's key is present). It also has DMARC, the rule telling inboxes what to do with fake mail, but set to "none": it only monitors. That means faked mail using the domain isn't blocked, and no report address is set.
- The Klaviyo signing key slot exists but is blank.
- The check only fires when there is no DMARC record, so this stays a note.
- I couldn't see which address the newsletter is sent from, so I only checked the website's own domain.

The coupon notes I wrote up are saved as `domain_and_search-coupon-notes.txt` in the evidence folder.
  21. 2026-10-30 15:30 UTC · Goal flow
    I'm checking the home page's headline deal: 50% off the Duo Brush Cheek when you buy a Duet Baked Blush. I'll load both product pages and see whether the discount shows up on the first checkout page.
  22. 2026-10-30 15:30 UTC · Ads
    I've confirmed three issues across three ads. Now I'm checking that the other landing pages load, then I'll write up the answer.
  23. 2026-10-30 15:31 UTC · Site
    Checking now: speed results are in. Next I'm re-checking one ad that sends people through a Google "Redirect Notice" page, and looking at product data and noindex tags.
  24. 2026-10-30 15:38 UTC · Site
    Speed checks are done; the whole site fails. Now I'm saving my counts and writing up the answer.
  25. 2026-10-30 15:40 UTC · Sizing
    I'm checking one last press article for a recent sales figure, then I'll give the estimate.
  26. 2026-10-30 15:40 UTC · Duplicates
    2 findings that share the page https://dibsbeauty.com/products/double-standard-primer-mascara-duo report different problems: These are two separate problems: one ad for the blush deal sends people to the wrong page (the mascara page), and the mascara page loads slowly on phones. Fixing one does nothing for the other.
  27. 2026-10-30 15:40 UTC · Duplicates
    Merged 2 findings into "1 of 57 ads sends shoppers to a Google "Redirect Notice" warning page instead of the store": Both report the same thing: the "Eyemaxxing Made Easy" ad links to a Google redirect copied from a Google Doc, and one link change in Ads Manager fixes it. The ads finding has the stronger proof: its quote includes the "Redirect Notice" heading, it was checked three ways (85% sure for the other, 90% for this one), and it notes that visitors land on the home page, not the products in the ad. Medium priority is right because shoppers can still tap through to a working store, so it is not a dead page.
  28. 2026-10-30 15:40 UTC · Judge
    Reviewing 5 findings, each in its own run, 4 at a time.
  29. 2026-10-30 15:41 UTC · Judge
    I've confirmed the ad and its landing page. Now I'm checking whether the mascara page mentions the blush anywhere.
  30. 2026-10-30 15:41 UTC · Judge
    I've confirmed the ad and the Google warning page. I'm correcting one wrong detail: the home page does show the mascara and does link to the bronzer.
  31. 2026-10-30 15:41 UTC · Judge
    I've confirmed the CAROLINEL listing on DontPayFull and JENNAP and JULIA on Valuecom. Next I'm checking the creator page and the search results.
  32. 2026-10-30 15:48 UTC · Judge
    Checking the mascara page on a phone and retrying Google's speed read; the 29-of-57 ad count and the home page figures already check out.